You don't have to be a boxing enthusiast--or an auto journalist--to note that Hyundai is taking on upscale brands like a scrappy kid from the poor side of town. With its newly-released Veracruz, the Korean auto maker throws the latest punch in this automotive version of Rocky, landing it squarely on every competitor's glass-jawed SUV.
Challenging the X-factor
The Korean-built Veracruz firmly places Hyundai in the ring with premium mid-size SUVs, and what a competitive ring it is. Direct combatants include the Lincoln MKX, Cadillac SRX, Infiniti FX35, Acura MDX and even the Lexus RX350. That's a lot of "Xs" to overcome but Hyundai seems up to the challenge--and for a lot less cash.
Offering More for Less
Hyundai's fundamental marketing strategy is to over-deliver on all its products. This simply means, "more for less," as in more refinement, luxury, performance and quality for less money. The Azera, Santa Fe and Sonata are good examples of the principle.
Hyundai intends to beat the best at their game by producing a premium-level fully-equipped SUV that hits the trail at only $39,990. For a sawbuck less than 40K, one gets an all-wheel drive, V6-powered luxury SUV--or CUV as these crossovers are often referred to as--that supplies more interior volume than the Honda Pilot. Like the Pilot, a third-row seat is available in the Veracruz, increasing its occupant capacity to seven.
Occupants will enjoy lavish surroundings that include leather upholstery, premium audio and roof-mounted air conditioning for second- and third-row passengers. They'll also appreciate the plethora of occupant protection that Hyundai supplies as standard equipment, such as roof-mounted side-curtain airbags.
My tester spoiled me with the full array of comfort and convenience accoutrements found in the Limited. The base unit, if one can call it that, is the richly-contented GLS model. Curiously though, Hyundai has yet to supply a navigation system in any of its vehicles. I'm told they are working on the "uber" of all nav systems, however exactly when it will be ready for consumption is unclear. In the interim, there are plenty of relatively inexpensive portable models available to guide those reliant on mapping.
A decorative feature of my tester that I admired was its "cool blue" interior lighting package. It includes vanity lighting in the doorsills and lighting in the dual front cup holders as well as "mood" lighting emitted from a tiny bulb located in the overhead switch panel--collectively a very nice touch.
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| The Veracruz is the latest addition to Hyundai's lineup. |
Challenging the X-factor
The Korean-built Veracruz firmly places Hyundai in the ring with premium mid-size SUVs, and what a competitive ring it is. Direct combatants include the Lincoln MKX, Cadillac SRX, Infiniti FX35, Acura MDX and even the Lexus RX350. That's a lot of "Xs" to overcome but Hyundai seems up to the challenge--and for a lot less cash.
Offering More for Less
Hyundai's fundamental marketing strategy is to over-deliver on all its products. This simply means, "more for less," as in more refinement, luxury, performance and quality for less money. The Azera, Santa Fe and Sonata are good examples of the principle.
Hyundai intends to beat the best at their game by producing a premium-level fully-equipped SUV that hits the trail at only $39,990. For a sawbuck less than 40K, one gets an all-wheel drive, V6-powered luxury SUV--or CUV as these crossovers are often referred to as--that supplies more interior volume than the Honda Pilot. Like the Pilot, a third-row seat is available in the Veracruz, increasing its occupant capacity to seven.
Occupants will enjoy lavish surroundings that include leather upholstery, premium audio and roof-mounted air conditioning for second- and third-row passengers. They'll also appreciate the plethora of occupant protection that Hyundai supplies as standard equipment, such as roof-mounted side-curtain airbags.
My tester spoiled me with the full array of comfort and convenience accoutrements found in the Limited. The base unit, if one can call it that, is the richly-contented GLS model. Curiously though, Hyundai has yet to supply a navigation system in any of its vehicles. I'm told they are working on the "uber" of all nav systems, however exactly when it will be ready for consumption is unclear. In the interim, there are plenty of relatively inexpensive portable models available to guide those reliant on mapping.
A decorative feature of my tester that I admired was its "cool blue" interior lighting package. It includes vanity lighting in the doorsills and lighting in the dual front cup holders as well as "mood" lighting emitted from a tiny bulb located in the overhead switch panel--collectively a very nice touch.
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| the "cool blue" interior lighting is admirable. |